Elon Musk seeks to grab eyeballs and headlines with a splashy event designed to impress investors but is light on safety and testing details. Experts say Tesla is far behind Alphabet’s Waymo, which is quickly growing its commercial robotaxi service.

As Tesla gears up to finally unveil a robotaxi prototype, Waymo is already expanding to a fourth city. Branded is a weekly column devoted to the intersection of marketing, business, design, and culture.

Hyundai has unveiled a partnership with Waymo, which will add Hyundai’s Ioniq 5 to the fleet of the robotaxi operator.